Day: May 30, 2008

art, crayola, creative, creative process, creativity

Crayola – elevating creativity to art

Christa Avampato

“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep. ~ Scott Adams”


I loved my visit to Crayola. The town is charming, residents friendly, the Crayola team beyond gracious, and the natural setting in the stunning Lehigh Valley. Somehow Crayola has absorbed all of this into its culture. I understand now why people stay for so long. 

My boss and I went out there to discuss innovation and the process Crayola has gone through – it has been a long and winding road. What struck me most poignantly is that about 5 years ago, Crayola was not an innovative company. They made crayons. And some washable markers and outdoor chalk. And they thought that way – with blinder on – and operated that way – in silos. 

Today, the story there is radically different. They are a company that had been on the right of peak on the trend curve and made the difficult and arduous journey to reinvent who they are and what they do. In three words, they are a company that “inspires limitless creativity.” To have a mission and reason for being that concise and powerful has such far reaching effects on product, on customers, on culture. 

At the crux of their reinvention was a commitment by their extraordinary CEO, Mark Scwab, and his ability to give team members permission to try new things, take risks, and then, even more incredible, permission to cut their losses on an idea that didn’t work in its current form. They have the support to try and fail, and because of that support, they have succeeded in not only limitless creativity, but limitless art.   

friendship, New York

Be proud of yourself because sometimes you’re all you’ve got. ~ Denis the Menace

Christa Avampato

On Tuesday I was exhausted from a very late flight from Nashville last night, followed by a long day at work, combined with a tough commute in each direction. But still I had to drag myself out of my apartment at 11pm. Trevin, one of my very close friends, is leaving NYC in a few days and Tuesday was my only chance to see him before he leaves. 

Whenever Trevin introduces me to a friend of his, the friend invariably asks how we met. Trevin always replies, in a very distinct voice, “Christa was my BOSS.” Emphasis on the boss. And I smile, and I say, “Yeah” with a very distinct accent.  Truthfully, I don’t think Trevin nor I could have done our jobs without one another. He’s someone who’s so comfortable in his own weirdness that he makes everyone else around him comfortable in theirs. He is committed to one thing – to being who he is. His authenticity is undeniable. We should all be so lucky to be so proud of who we are and what we stand for. 

So it is with sadness that I said good-bye to Trevin after sharing a couple of chocolate milkshakes with him at the City Diner. Trevin and I moved here about the same time last summer and we would sometimes talk about how we’d be sharing chicken noodle soup at the Edison Hotel Cafe when we were two old-timers. We’d be swapping stories that started with, “Remember back in 2007…” And maybe we’ll still be that way, though for now Trevin’s adventures are taking him to other cities. 

Even though New York City won’t be his home, at least not for now, he knows he’ll always have a place to stay as long as I make my home here. It’s one of the great things about friendship – it can help you make a home in any place your friends happen to be, even if you travel many miles from it.